The juniors of today’s workforce form the second-largest segment of workers, right behind Millennials. Digital to the core, they bring a fresh perspective to how work fits into life.
Driven by personal growth, well-being, and a strong sense of purpose, Gen Z is pragmatic yet grounded. Despite the stereotypes, they’re not allergic to offices; they just want the right kind. According to surveys, they prefer hybrid setups and communities with real-life interactions.
For those working remotely, the ideal setup isn’t a couch or kitchen table—it’s a focused, office-style environment that separates work from home life. On paper, that sounds like a win for coworking spaces looking to tap into Gen Z talent.
But here’s the catch: open-plan layouts don’t cut it. The youngest professionals crave spaces designed for focus, flexibility, and authenticity. But once you see they’re after more than a desk and a place to park their laptop, the solution becomes obvious.
And that’s where we come in. Let’s break down what makes Gen Z tick and how coworking spaces can rise to meet them.
Design it and they will come
A recent Fortune survey found that Zoomers are leading the charge in return-to-office movements. But they’re not looking to reenact the old 9-to-5 spent in a cubicle. Young workers prefer a hybrid work approach, with three days at the office and flexible scheduling.
The office space also needs remodeling, as they prefer a mix of open and private areas. Gen Zers understand the power of face-to-face collaboration, but also know that deep focus only happens when Mary from accounting doesn’t bump into your desk on her fifth trip to the coffee machine.
To attract more Gen Z workers to your coworking space, the solution is quite simple: create a flexible workspace with partitions, movable furniture, and privacy pods or rooms. Don’t forget to include whiteboards and other writing areas that encourage brainstorming and discussions.
You want to encourage communication and collaboration, but also give your members options for deep focus and intense work sessions. The keyword here is fluidity.
Pro tip: If you’re on a budget, you can still have peaceful quiet zones with smart sound and visual barriers. Try thick rugs to absorb footsteps, velvet curtains for both hush and style, and pre-made acoustic foam tiles (choose the higher-density PET felt options) for the ceiling and walls.
As an added incentive, consider creating a reverse-mentoring program that pairs older members with young ones. Zoomers understand that continuous learning is the key to professional success, but they also have a lot of useful information to share with their older counterparts. It’s a win-win situation that encourages communication and camaraderie.
To support such an initiative, your coworking space should offer areas for socialization (preferably tech-free), where two or more people can have a lively conversation.
The right pricing strategy works wonders
Gen Z workers like a flexible workspace, so it’s no surprise that they also enjoy a flexible pricing strategy. Make sure your membership tiers are bendy enough to accommodate a hybrid work schedule.
Options could include punch cards or hour passes that allow fully remote and hybrid workers to pop in for a 4-hour session without paying for the whole day. Also, use a first-come, first-served system for a section of the private areas to allow for impromptu meetings and voice calls.
To attract Zoomers with a side hustle (over 50% of them have one), open your coworking space for evening and weekend access. Getting things done is simply easier in a structured space than at home—especially when you’re running on low energy.
Meet them on their turf
As the first digital native generation, Zoomers navigate social media like fish in water. Recent surveys show they have the highest usage, averaging 3+ hours of daily active use. Data also shows that younger users favor short-form content and memes, and engage with polls and livestreams.
Therefore, to get their attention, you have to place your brand on their screens in a way that’s attractive and engaging. Market your coworking space where Gen Z lives—on Instagram and TikTok—with authentic, high-quality visuals that spotlight features they care about, like community vibes and versatile activity zones.
Extra tip: Social platforms favor fresh, consistent content—a tall order without a full team. Luckily, you can use a tool to schedule posts on social media, making it easy to stay on track, cut costs, and boost engagement.
Make communication effortless
A mix of digital and in-person communication is the sweet spot for many Zoomer workers. Sure, they grew up with instant messaging and video calls, but that may be why they have a newfound appreciation for face-to-face conversations.
As long as it’s not overdone, of course.
For digital communications, Gen Z prefers efficiency and continuity. Imagine a freelancer or entrepreneur juggling three apps each day because their clients favor different communication channels. Their productivity would plummet even before they start working.
This is why, in addition to offering the latest technology, your coworking space also needs a unified communications system that combines messaging, video calls, and collaboration tools into a single interface. Instead of juggling multiple apps for chat, email, or video conferencing, members can access everything in a single environment.
Generate recurring revenue and offer exceptional customer experience at your shared or coworking space
Tap into their need for community
Zoomers may be the generation that understands WFH loneliness the best. They were the most affected during the lockdowns, which may be why they don’t feel motivated by remote work. Data shows that 65% of remote-capable Gen Z employees would opt for a hybrid work environment if given the choice.
They also don’t shy away from using coworking spaces, business lounges, or other third-party options when regular offices aren’t available. This is because they value in-person interactions and enjoy being a part of a larger community.
In large cities like New York, remote and hybrid workers often balance independence with the need for human connection. Popular remote work spots in NYC include cafés, hotel lounges, and coworking spaces designed for both focus and socializing. These environments blend flexibility with community — exactly what Gen Z values most.
Coworking spaces can tap into this desire by creating environments that encourage a sense of community. Whether it’s a ritual like Monday morning coffee or a board that celebrates personal and team milestones and achievements, make sure your members feel seen and included.
For instance, you can take this more literally and design custom apparel for new members to add a fun, personal touch to the onboarding process and create a sense of shared identity within the workspace.
Be bold with the perks
The easiest way to attract new members and keep existing ones loyal is through perks. The added benefits of being a member of your coworking space can be the secret ingredient that sets your space apart from every other option in town.
But to find the perfect recipe for membership tiers and perks, you need to understand your target audience’s needs and preferences. For Zoomers, wellness perks like coffee bars, quiet areas, and yoga rooms are important, but this won’t set your brand apart.
You need to dig deeper. For instance, Gen Z workers value financial stability and consider it a part of overall well-being. So, if you’re ready to be bold, you may design perks that help them achieve this goal.
Team up with top-rated Certified Financial Planners (CFPs) in your area and host exclusive financial workshops right in your coworking space. Every member can benefit, but your premium members get VIP treatment with discounted access.
This move clearly differentiates your space from competitors who only offer yoga classes or cookie-cutter networking. You’re building a reputation as the space that invests in members’ long-term success. That’s how you attract ambitious professionals and keep them around.
Make sure your values align
Gen Z is often labeled as lazy or entitled, but the reality is quite different: they prioritize work-life balance and meaningful work. Their preference for good mental health over blindly climbing the corporate ladder is frequently misunderstood—especially by older generations who haven’t grasped how Zoomers approach work.
They value empathy, responsibility, inclusivity, and eco-friendly actions. The majority of young talent today will leave a workplace or ditch a brand if they identify a misalignment in values. So focus on learning what these values are for the local Zoomer workers and use them to build your coworking space and marketing campaign.
As a general rule of thumb, it helps to make the space more inclusive and sustainable by implementing DEI practices and green initiatives.
Foster a culture where diversity is celebrated and inclusivity is the norm, creating opportunities for more equitable interactions. Start by ensuring your team is diverse and representative of the local Gen Z population.
Do not forget to make your space physically accessible to all, including people with disabilities. This includes step-free entrances, accessible restrooms, and clear signage. Additionally, create environments that cater to neurodiverse individuals by offering quiet zones and varied lighting options.
For the green initiatives part, pursue green certifications (if possible) and be transparent about your sustainable practices (e.g., minimal waste, use of eco-friendly materials, paperless activity, and so on).
Plan for the future
Gen Z students who are about to step into the workforce are a great opportunity for coworking spaces. By creating an environment where they can study and work on projects while also meeting real-life professionals, you’re opening the door for future loyal customers.
To make things easier and market directly to students, partner with local universities and colleges. Target career centers, entrepreneurship programs, and student clubs. Given that Gen Z is resistant to traditional ads, focus on hosting in-person events and interesting activities that showcase why students need access to a coworking space.
Interested students can also participate in your reverse-mentorship program. It’s a great opportunity for them to get to know professionals active in their field of choice.
Wrap up
To attract Gen Z workers to your coworking space, design a physical layout that supports their need for in-person interaction and privacy. It also helps to have a flexible pricing strategy and offer perks that no one else does.
If all these tiers and different access systems seem too difficult to manage, consider trying Spacebring. The platform is designed to automate most of the administrative tasks that keep a coworking space running, freeing up time to focus on getting to know your audience. This is where the real magic happens.
